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The Professional Testing Blog

Content Marketing is Here to Stay

In a previous post, we focused on the role of content marketing in certification programs. Content marketing is a powerful tool that can be used to expand influence, position your program, and attract more certificants. Creating the right content continues to be a challenge for many marketers. In order to create a proper strategy for your brand you must plan ahead and know your final destination. We previously outline some basic steps for programs to follow in developing their content strategy: establish goals, identify your audiences, probe and listen, create audience personas, create your story, select the channels to broadcast your story, build synergy between channels, and track progress.

Source: AdvertisingAge B-to-B Marketing Fact Pack

This week, Advertising Age released their B-to-B Marketing Fact Pack which revealed that marketers across the country are expected to boost their content marketing spending this year. The biggest challenge, and the top priority, for content marketers is to create engaging content.

How will your program strengthen its content marketing practices?

Categorized in: Marketing